Research On Marketing Strategy Optimization Of ES Company’s Magnet Wire Product

As the country’s manufacturing 2025 policy released,domestic manufacturing industry in various fields of technology changes with each passing day and environmental protection policy getting stricter increasingly,infrastructure investment is slowing the pace in China,at the same time the preferential policy for foreign investor is canceling gradually,all of these situation forces the manufacturing industry to carry out product upgrading and technological innovation.And foreign investment in China also have to bear the more prominent price and cost competition pressure.In the background of the escalating trade war between China and US with slowing economic growth,it is crucial for the manufacturing industry to adjust its marketing strategy.ES group is a global company specializing in the production of magnet wire,(enameled wire),manufacturing footprint in the United States,Europe and Asia,products are mainly applied in industrial motor,generator,compressor and new energy vehicles.Essex Asia factory site was settled in Suzhou in year 2007 as a member of the preferential policies for investment promotion with the global business partners nearby principle when Suzhou is starting export-oriented economy mode.In recent years,domestic infrastructure and household appliance industry is booming,Essex domestic business scale is expanding while domestic competitors are also spring up like mushrooms,price competition become increasingly fierce.With the escalation of the trade war between China and the United States in 2018,domestic foreign business cooperation is constantly decreasing.Should ES group stick to its own brand and develop its own style,or be involved in the rampant price war to maintain its operation,or explore new market areas by its own way? It is in urgent need of new strategic marketing planning and upgrading business.This thesis studied and analyzed the magnet wire products industrybackground,the competitor distribution and future development trend,analyzed problems of current marketing strategy while combining with current internal and external macro environment and company historical sales situation,based on the STP and 4P marketing theory analysis,and tailored optimized strategy to meet the new demand and highlight specific marketing initiatives and competitive,promote the product market penetration,enhance the brand competitiveness,maintain the steady trend of sustainable development and meet the company related business profit targets.Finally,in order to ensure the optimized marketing strategy implementation,relevant safeguard measures are formulated from the aspects of organizational structure,talent team construction,capital market and user viscosity etc.to ensure the successful implementation of the entire optimized marketing strategy.